The Spring/Summer 2017 season for Prada was a whirlwind of anticipation, speculation, and ultimately, a significant shift in the brand's visual identity. While the runway show itself captivated audiences with its distinct aesthetic, the subsequent advertising campaign ignited fervent discussion within the fashion community, particularly on online forums like The Fashion Spot. The unexpected choice of photographer Willy Vanderperre to shoot the Resort 2017 campaign, featuring the acclaimed actress Jessica Chastain, sparked a wave of conjecture, questioning the long-standing collaboration between Prada and Steven Meisel, a partnership synonymous with the brand's image for decades. This article delves deep into the Prada Spring 2017 season, examining the runway collection, the controversial campaign, and the wider implications of this stylistic change.
Prada Spring 2017 Ad Campaign: Willy Vanderperre and the Shift in Visual Language
The appointment of Willy Vanderperre to shoot the Resort 2017 campaign, preceding the Spring/Summer 2017 collection's launch, was a significant departure from Prada's established visual tradition. For years, Steven Meisel had been the undisputed architect of Prada's image, his distinctive style shaping the brand's aesthetic and contributing significantly to its aura of high fashion sophistication. Meisel's hyper-real, often theatrical approach, characterized by strong lighting, meticulous styling, and a focus on expressive faces, had become practically synonymous with Prada. His campaigns were frequently analyzed and dissected, their imagery becoming iconic representations of the brand's identity.
The shift to Vanderperre, known for his more naturalistic and often subtly melancholic style, was therefore a bold move. His imagery, while undeniably high fashion, possesses a different emotional resonance compared to Meisel's. While Meisel's work often exudes a sense of controlled glamour and sometimes even artifice, Vanderperre's approach tends to be more intimate and introspective. This difference was immediately apparent in the Resort 2017 campaign featuring Jessica Chastain. The images, while still undeniably luxurious and showcasing the collection's key pieces, possessed a quieter, more subdued quality than what Prada audiences had come to expect.
The online reaction, particularly on The Fashion Spot forums, was immediate and intense. The speculation surrounding Meisel's potential departure from the brand dominated conversations. Members engaged in lively debates, analyzing the stylistic differences between Meisel's and Vanderperre's work, speculating on the reasons behind the change, and predicting the future direction of Prada's visual identity. The shift was seen by some as a necessary evolution, a way for Prada to refresh its image and appeal to a new generation of consumers. Others viewed it as a risky gamble, fearing a dilution of the brand's carefully cultivated aesthetic. The uncertainty fueled a significant portion of the pre-show buzz, adding an extra layer of intrigue to the upcoming Spring/Summer 2017 collection.
The Resort campaign, however, was only a prelude to the wider implications of this shift. While the choice of Vanderperre for the Resort campaign raised eyebrows, it didn't necessarily foreshadow the complete abandonment of Meisel's involvement. The subsequent Spring/Summer 2017 campaign would further clarify Prada's intentions.
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